At Creativity magazine’s blog, CAT (an acronym for Creativity and Technology), BBDO’s Mathias Appelblad writes of the delicious temptation of new technology and why it’s important not to overindulge. Can you create an app for your business? Sure. Do you need to? Maybe not. Is the iPad going to be the raddest device ever? Perhaps. Do you need to change your marketing model to incorporate iPad-specific capabilities? Not necessarily.
Appelblad doesn’t explicitly list these as examples, but his premise is 1) you don’t have to do something just because you can, and 2) the bright lights of new technology can be so blinding that you lose sight of your customer’s needs. A rather interesting point of view, as Appelblad is BBDO’s director of innovation and thus someone who you might expect would be evangelizing unequivocally for change.
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Starting with the man in the mirror: BBDO director of innovation Mathias Appelblad. Photo courtesy creativity-online.com.
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“We (marketers, digi-rati, agencies) are presented with opportunities to use new technologies everyday. That is a blessing. We really should try out new stuff so we can learn new ways to talk to (and with) our clients’ customers,” he writes. “But for me, and I think, maybe, the industry as a whole, the challenge is to keep reminding ourselves of the need to do progressive work that can be accessed, understood and appreciated by the masses—the people you pass on the street on your way to the office everyday. By all means, keep on doing all those wonderful things that are the frosting on the cake, but don’t forget to bake the actual cake.”
You can read the whole post here.
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BBDO’s Mathias Appelblad on innovation and self-control
At Creativity magazine’s blog, CAT (an acronym for Creativity and Technology), BBDO’s Mathias Appelblad writes of the delicious temptation of new technology and why it’s important not to overindulge. Can you create an app for your business? Sure. Do you need to? Maybe not. Is the iPad going to be the raddest device ever? Perhaps. Do you need to change your marketing model to incorporate iPad-specific capabilities? Not necessarily.
Appelblad doesn’t explicitly list these as examples, but his premise is 1) you don’t have to do something just because you can, and 2) the bright lights of new technology can be so blinding that you lose sight of your customer’s needs. A rather interesting point of view, as Appelblad is BBDO’s director of innovation and thus someone who you might expect would be evangelizing unequivocally for change.
.
Starting with the man in the mirror: BBDO director of innovation Mathias Appelblad. Photo courtesy creativity-online.com.
.
“We (marketers, digi-rati, agencies) are presented with opportunities to use new technologies everyday. That is a blessing. We really should try out new stuff so we can learn new ways to talk to (and with) our clients’ customers,” he writes. “But for me, and I think, maybe, the industry as a whole, the challenge is to keep reminding ourselves of the need to do progressive work that can be accessed, understood and appreciated by the masses—the people you pass on the street on your way to the office everyday. By all means, keep on doing all those wonderful things that are the frosting on the cake, but don’t forget to bake the actual cake.”
You can read the whole post here.
.
.
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